Staffing

Smashburger promotes Jim Sullivan to CEO

Photo: Smashburger

August 5, 2025

Denver-born Smashburger has promoted Jim Sullivan to chief executive officer. Sullivan, who has served as president since February, will lead the company's strategy and operations with a focus on franchise development, brand positioning and non-traditional unit expansion.

Sullivan's appointment follows six months of strategic progress for the company, which launched a brand campaign, introduced a value menu tier and added menu items, including the Bacon Brisket Smash. It also opened a location at Detroit Metro Airport.

"Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger's position in the market," said Richard CW Shin, CEO of Jollibee Group International, Smashburger's parent company. "He has already laid the foundation for a more focused brand that is delivering better food, a stronger guest experience, and renewed momentum across the system. With Jim at the helm, I believe we are entering a new chapter of opportunity for Smashburger."

As CEO, Sullivan will lead the repositioning of the brand around its core strengths: culinary quality, taste and execution. He plans to accelerate franchise development, particularly in high-impact, non-traditional venues such as airports and universities. Sullivan also aims to reinvest in the in-restaurant experience, which he sees as a critical differentiator in a competitive market.

"Smashburger modernized the technique of smashing burgers and we're reclaiming that leadership with intention and momentum," Sullivan said in a company press release. "Our bold flavor, elevated guest experience, and operational discipline give us a distinct edge in a crowded space. With the strategic support of JFC, we are leveraging scale and operational flexibility to drive focused, capital-efficient growth."

Sullivan brings over 25 years of executive and restaurant development experience to the role. Before joining the company, he served as chief development officer at Qdoba, where he oversaw global expansion. He has also held senior development roles at CKE Restaurant Holdings, Friendly's Ice Cream and other brands.

Smashburger was founded in 2007 and operates 204 locations across 30 states and seven countries.